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Spreadsheets to CRM - Graham

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Dean Graham

The document discusses transitioning from spreadsheets to a customer relationship management (CRM) system. It defines CRM and explains the benefits of implementing a CRM for non-profits. It outlines the process of getting a CRM system, including defining requirements, evaluating products, selecting a partner, managing the project, and maintaining the system after implementation. The overall goal is to capture relationships with constituents to better serve communities.

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From Spreadsheets to CRMHow to Accomplish a Successful Organizational Transformation to CRM and What that Means#10ntc.crm
Introductions
Npower’sMissionTo inspire and empower nonprofits to use technology to better serve their communities.Who is NPower PA?
SeattleSince 1999PortlandColoradoTexasArizonaAtlantaNYMichiganPASince 2003IndianaDCCharlotteLAOur NetworkWho is NPower PA?
Evaluation Code: 163How Was this Session?Call InTextOnlineCall 404.939.4909Enter Code 163Text 163 to 69866Visit nten.org/ntc-evalEnter Code 163Session feedback powered by:Tell Us and You Could Win a Free 2011 NTC Registration!
AgendaDefine CRMBenefits of CRMProcess of getting CRMBeforeDuringAfter
The better your data,the better the story you can tell…
Warning!Creating a CRM system even if done well is:LongRequires a large amount staff timeIntrusive to Organizations Operations
Wikipedia DefinitionCustomer relationship management is a broadly recognized, widely-implemented strategy for managing and nurturing a company’s interactions with clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. [1] Once simply a label for a category of software tools, today, it generally denotes a company-wide business strategy embracing all client-facing departments and even beyond. When an implementation is effective, people, processes, and technology work in synergy to increase profitability, and reduce operational costs
CRMConstituentRelationshipManagement
ConstituentIts not just donors…Board MembersVolunteersFundersClientsStaffMediaStakeholders
How import is this person to you?A person who volunteered for you organization once?Someone who gave a one time donation of $50.00?Attends a lecture your organization sponsored?A client of one of your service programs?What if this is all the same person?
RelationshipRelationships are built on shared experienceRecognizing and leveraging past interactions
Build on what you did togetherWho talked to that donor last? What did they talk about? What does your donor care about?
ManagementHow do we capture these relationships?How many have a “data entry” person?Do they have the relationship?Move to a decentralized data entry model
What is CRM?A databaseA tool for managing service deliveryA way to document the work you doSupport system for relationship buildingAn organizational approach to doing business
The Attention Competition
Coin of the RealmRelationships are our most important assets ClientsBoard membersVolunteersStaffStakeholdersWho owns the relationship?
The Traveling Development DirectorMove from Organization to OrganizationLoss of institutional knowledgeOwnership of the relationship
We want to move our constituents up the engagement ladder. How do we do this?Recruit friends/familyUpgrade monthly donationSignup for monthly givingRenew single donationMake single donationWrite a letterAttend an eventSign petitionViral / Tell a friendSend an epostcardSubscribe to e-AlertsSubscribe to eNewsletterEnter a contestVisit website HighBuilding Relationships!LowThe Engagement Ladder
Life without a CRMRoutine program reports are painful to produceUsing paper and chasing down information on service deliveryNo easy way to see what’s happening “now”Get used to guessing about serviceSeparate, disconnected data filesDuplicate data entry and redundant workPoor communications and information sharing
Life with a CRMMore accurate and predictable budgetingClearer picture of relationships with funders, donors, and clientsHelps you know who has done what with whomTool for growth for the organizationCan stop cycle of “silo-ed” informationCan help boost your efficiency and effectivenessMay help create a community impact or service never thought of before
Silo ApproachHow can I really leverage this information?Web SiteIntranetExcel infoAccess DatabaseAccounting
Silo ApproachHow can I really leverage this information?XWeb SiteIntranetExcel infoAccess DatabaseAccounting
Goals of a Good CRM SystemRecording of interactions with multiple constituenciesVolunteers, Clients, Board, Staff, Donors, FundersAbility to track the ‘shared experience’Decentralized data entry – enter the work you doPart of the fabric of the organization
The CRM ProjectCreate a Successful Environment
Create a Successful Environment Identify what success means to youEstablish a needStart to build buy-inExecutive and organizationalCollect Requirements inputsIntakes, formsoutputsReports, deliverablesbusiness processesUnderstand when, who, and how
Examples of SuccessA CRM that was completed on time and on budget
A CRM that meets the business needs of the organization
CRM that you are happy with and understand
A system that is sustainable for the nonprofit
One that you use!Establish a NeedBig picture of Organizational NeedStrategic VisionWhere are you now?Where do you want to go?How will you get there?
Build Buy-inLEAD!L - Listen to the needs of the usersE – Express your vision of the final outcomesA – Align the system to users needs (WIIFM)D – Drive the process
Organizational Signs of SuccessExecutive Buy-inOrganizational Buy-inActive Implementation ParticipationA Leader to LeadReasonable ExpectationsUnderstand the importance of theTruthUltimately understanding what success looks like for your organization and having professional help will ensure a successful outcome.
The CRM ProjectCreate a Successful EnvironmentDefine Requirements
Collect RequirementsInputsIntakes, formsOutputsReports, deliverablesBusiness processesUnderstand when, who and how
Requirements ApproachTake stockWhat is currently being tracked and by whomWhat isn’t being tracked but should beWhat is being reportedWhat is the business processTrack what you doTrack what you want to doTrack everything you can think of
Determine Project ScopePhased Approach?Low hanging fruitQuick winsBuild momentumSingle projectCan your org “Swallow the ocean?”Get it done while you can
Spreadsheets to CRM - Graham
The CRM ProjectCreate a Successful EnvironmentDefine RequirementsEvaluate Products
Choosing the right systemFeaturesCostEase of UseFlexibilityEase of ImplementationSustainabilityData IntegrationUsing a Partner
How will it hold up?Is it Sustainable?What are the carrying costs? Cost to implement, TCOCan you make changes yourself?How many people do this work?How are upgrades delivered? Cost?What does it take to support this productServer basedCloud based
Integrate Your DataOpen APIProvide “true” integration with web CMS’s. This means information can flow both ways. From the website into the database, but also the other waysThis provides a way for your constituents to do business with you and that business to be recorded.A modern seamless connection from consumer to web to database to reportingCommunicationseNewsletters, email, meetings, requests for information, Donations
What to look for…System that can capture the “unique” work you doCan it integrate with your other systems I.E. websiteSupport distributed data capture (cloud based?)Capture the relationship elementsEmailMeetingsInteractionsProvide real time informationreporting and dashboards
The CRM ProjectCreate a Successful EnvironmentDefine RequirementsEvaluate ProductsSelect a Partner
Select a partnerExperienceUnderstands your organizationIsn’t an order takerDocumented processEscalation processCommunication“Feels Right”
The CRM ProjectCreate a Successful EnvironmentDefine RequirementsEvaluate ProductsSelect a PartnerManage the Project
Manage the ProjectProject TeamWide and TallDiscuss dual roleCommunicationsWith Partner, Team, Internal and External Stakeholders
Example ProcessClient ReviewBusiness ProcessRequirements GatheringApplicationConfigurationData MigrationData collectionData analysisData CleansingData mappingData loadingTrainingSolution DevelopmentRequirementsDefinitionDocumentationGo Live!!Ongoing Support
The CRM ProjectCreate a Successful EnvironmentDefine RequirementsEvaluate ProductsSelect a PartnerManage the ProjectAfter the Project
Don’t StopDefend the truthData qualitySystem suitabilityCreate “Data Entry Standards” documentation
Signs you have a good databaseReflects the work of the organizationBuilt what is neededYou continue to review your needs, your organization changes, your database should tooYour Data is TrueInformation is correct, complete, trustedYou have someone looking out for the above.Its being used!
Benefits to Affiliated GroupsFunders - Record and understand their systems, track relationships with in the foundations and the stages of funding requests, and deliverablesVolunteers - Record the work they do, and better understand their impact so that you can communicate to them the organization’s appreciationClients - Understand, track, report on the services provided and as such build better relationships.Donors - 360 degree view of the relationship, track contacts, changes and donations and see every aspect of their contact with the organization.
Questions?
Commitment unlocks the doors of imagination, allows vision, and gives us the "right stuff" to turn our dreams into reality.- James WomackCommitment
Evaluation Code: 163How Was this Session?Call InTextOnlineCall 404.939.4909Enter Code 163Text 163 to 69866Visit nten.org/ntc-evalEnter Code 163Session feedback powered by:Tell Us and You Could Win a Free 2011 NTC Registration!

More Related Content

Spreadsheets to CRM - Graham

  • 1. From Spreadsheets to CRMHow to Accomplish a Successful Organizational Transformation to CRM and What that Means#10ntc.crm
  • 3. Npower’sMissionTo inspire and empower nonprofits to use technology to better serve their communities.Who is NPower PA?
  • 5. Evaluation Code: 163How Was this Session?Call InTextOnlineCall 404.939.4909Enter Code 163Text 163 to 69866Visit nten.org/ntc-evalEnter Code 163Session feedback powered by:Tell Us and You Could Win a Free 2011 NTC Registration!
  • 6. AgendaDefine CRMBenefits of CRMProcess of getting CRMBeforeDuringAfter
  • 7. The better your data,the better the story you can tell…
  • 8. Warning!Creating a CRM system even if done well is:LongRequires a large amount staff timeIntrusive to Organizations Operations
  • 9. Wikipedia DefinitionCustomer relationship management is a broadly recognized, widely-implemented strategy for managing and nurturing a company’s interactions with clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. [1] Once simply a label for a category of software tools, today, it generally denotes a company-wide business strategy embracing all client-facing departments and even beyond. When an implementation is effective, people, processes, and technology work in synergy to increase profitability, and reduce operational costs
  • 11. ConstituentIts not just donors…Board MembersVolunteersFundersClientsStaffMediaStakeholders
  • 12. How import is this person to you?A person who volunteered for you organization once?Someone who gave a one time donation of $50.00?Attends a lecture your organization sponsored?A client of one of your service programs?What if this is all the same person?
  • 13. RelationshipRelationships are built on shared experienceRecognizing and leveraging past interactions
  • 14. Build on what you did togetherWho talked to that donor last? What did they talk about? What does your donor care about?
  • 15. ManagementHow do we capture these relationships?How many have a “data entry” person?Do they have the relationship?Move to a decentralized data entry model
  • 16. What is CRM?A databaseA tool for managing service deliveryA way to document the work you doSupport system for relationship buildingAn organizational approach to doing business
  • 18. Coin of the RealmRelationships are our most important assets ClientsBoard membersVolunteersStaffStakeholdersWho owns the relationship?
  • 19. The Traveling Development DirectorMove from Organization to OrganizationLoss of institutional knowledgeOwnership of the relationship
  • 20. We want to move our constituents up the engagement ladder. How do we do this?Recruit friends/familyUpgrade monthly donationSignup for monthly givingRenew single donationMake single donationWrite a letterAttend an eventSign petitionViral / Tell a friendSend an epostcardSubscribe to e-AlertsSubscribe to eNewsletterEnter a contestVisit website HighBuilding Relationships!LowThe Engagement Ladder
  • 21. Life without a CRMRoutine program reports are painful to produceUsing paper and chasing down information on service deliveryNo easy way to see what’s happening “now”Get used to guessing about serviceSeparate, disconnected data filesDuplicate data entry and redundant workPoor communications and information sharing
  • 22. Life with a CRMMore accurate and predictable budgetingClearer picture of relationships with funders, donors, and clientsHelps you know who has done what with whomTool for growth for the organizationCan stop cycle of “silo-ed” informationCan help boost your efficiency and effectivenessMay help create a community impact or service never thought of before
  • 23. Silo ApproachHow can I really leverage this information?Web SiteIntranetExcel infoAccess DatabaseAccounting
  • 24. Silo ApproachHow can I really leverage this information?XWeb SiteIntranetExcel infoAccess DatabaseAccounting
  • 25. Goals of a Good CRM SystemRecording of interactions with multiple constituenciesVolunteers, Clients, Board, Staff, Donors, FundersAbility to track the ‘shared experience’Decentralized data entry – enter the work you doPart of the fabric of the organization
  • 26. The CRM ProjectCreate a Successful Environment
  • 27. Create a Successful Environment Identify what success means to youEstablish a needStart to build buy-inExecutive and organizationalCollect Requirements inputsIntakes, formsoutputsReports, deliverablesbusiness processesUnderstand when, who, and how
  • 28. Examples of SuccessA CRM that was completed on time and on budget
  • 29. A CRM that meets the business needs of the organization
  • 30. CRM that you are happy with and understand
  • 31. A system that is sustainable for the nonprofit
  • 32. One that you use!Establish a NeedBig picture of Organizational NeedStrategic VisionWhere are you now?Where do you want to go?How will you get there?
  • 33. Build Buy-inLEAD!L - Listen to the needs of the usersE – Express your vision of the final outcomesA – Align the system to users needs (WIIFM)D – Drive the process
  • 34. Organizational Signs of SuccessExecutive Buy-inOrganizational Buy-inActive Implementation ParticipationA Leader to LeadReasonable ExpectationsUnderstand the importance of theTruthUltimately understanding what success looks like for your organization and having professional help will ensure a successful outcome.
  • 35. The CRM ProjectCreate a Successful EnvironmentDefine Requirements
  • 36. Collect RequirementsInputsIntakes, formsOutputsReports, deliverablesBusiness processesUnderstand when, who and how
  • 37. Requirements ApproachTake stockWhat is currently being tracked and by whomWhat isn’t being tracked but should beWhat is being reportedWhat is the business processTrack what you doTrack what you want to doTrack everything you can think of
  • 38. Determine Project ScopePhased Approach?Low hanging fruitQuick winsBuild momentumSingle projectCan your org “Swallow the ocean?”Get it done while you can
  • 40. The CRM ProjectCreate a Successful EnvironmentDefine RequirementsEvaluate Products
  • 41. Choosing the right systemFeaturesCostEase of UseFlexibilityEase of ImplementationSustainabilityData IntegrationUsing a Partner
  • 42. How will it hold up?Is it Sustainable?What are the carrying costs? Cost to implement, TCOCan you make changes yourself?How many people do this work?How are upgrades delivered? Cost?What does it take to support this productServer basedCloud based
  • 43. Integrate Your DataOpen APIProvide “true” integration with web CMS’s. This means information can flow both ways. From the website into the database, but also the other waysThis provides a way for your constituents to do business with you and that business to be recorded.A modern seamless connection from consumer to web to database to reportingCommunicationseNewsletters, email, meetings, requests for information, Donations
  • 44. What to look for…System that can capture the “unique” work you doCan it integrate with your other systems I.E. websiteSupport distributed data capture (cloud based?)Capture the relationship elementsEmailMeetingsInteractionsProvide real time informationreporting and dashboards
  • 45. The CRM ProjectCreate a Successful EnvironmentDefine RequirementsEvaluate ProductsSelect a Partner
  • 46. Select a partnerExperienceUnderstands your organizationIsn’t an order takerDocumented processEscalation processCommunication“Feels Right”
  • 47. The CRM ProjectCreate a Successful EnvironmentDefine RequirementsEvaluate ProductsSelect a PartnerManage the Project
  • 48. Manage the ProjectProject TeamWide and TallDiscuss dual roleCommunicationsWith Partner, Team, Internal and External Stakeholders
  • 49. Example ProcessClient ReviewBusiness ProcessRequirements GatheringApplicationConfigurationData MigrationData collectionData analysisData CleansingData mappingData loadingTrainingSolution DevelopmentRequirementsDefinitionDocumentationGo Live!!Ongoing Support
  • 50. The CRM ProjectCreate a Successful EnvironmentDefine RequirementsEvaluate ProductsSelect a PartnerManage the ProjectAfter the Project
  • 51. Don’t StopDefend the truthData qualitySystem suitabilityCreate “Data Entry Standards” documentation
  • 52. Signs you have a good databaseReflects the work of the organizationBuilt what is neededYou continue to review your needs, your organization changes, your database should tooYour Data is TrueInformation is correct, complete, trustedYou have someone looking out for the above.Its being used!
  • 53. Benefits to Affiliated GroupsFunders - Record and understand their systems, track relationships with in the foundations and the stages of funding requests, and deliverablesVolunteers - Record the work they do, and better understand their impact so that you can communicate to them the organization’s appreciationClients - Understand, track, report on the services provided and as such build better relationships.Donors - 360 degree view of the relationship, track contacts, changes and donations and see every aspect of their contact with the organization.
  • 55. Commitment unlocks the doors of imagination, allows vision, and gives us the "right stuff" to turn our dreams into reality.- James WomackCommitment
  • 56. Evaluation Code: 163How Was this Session?Call InTextOnlineCall 404.939.4909Enter Code 163Text 163 to 69866Visit nten.org/ntc-evalEnter Code 163Session feedback powered by:Tell Us and You Could Win a Free 2011 NTC Registration!
  • 57. Feel Free to Contact MeDean GrahamNPower PA215-557-1559dean@npowerpa.orgdean@deangraham.comTwitter: @dfgraham
  • 59. Evaluation Code: 163How Was this Session?Call InTextOnlineCall 404.939.4909Enter Code 163Text 163 to 69866Visit nten.org/ntc-evalEnter Code 163Session feedback powered by:Tell Us and You Could Win a Free 2011 NTC Registration!

Editor's Notes

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